Criteria for success in business media

Bita Fesidis

The term business media refers to a professional context in which media products are used to support communication processes within the value chain (e.g. professional journals, b-to-b-websites, databases, software products, e-learning applications). For industries and organisations, the use of business media can be key to gaining a competitive advantage. Business professionals, as end users, need business media to solve daily work tasks; their performance and subsequent business success depend, among other factors, upon the quality of media products.

The main topics this thesis explores are how professionals evaluate business media and what conclusions can be drawn for the development of new, innovative products. The following additional questions are thus raised: What properties of business media are relevant for professionals and which among them are most important? How is quality measured (and on what scale)? By which factors can evaluations be influenced (e.g. personal variables, business contexts)?

The thesis aims to develop a model that provides feedback and advice on how business media should be designed to fulfil these success criteria. Linguistic theories (evaluation concepts, context models, theory of communication patterns) are used to demonstrate the relevant components of the model. The underlying assumptions are verified by empirical research within different cases.
The research field of business media has, up to this point, been discussed within a variety of disciplines according to largely heterogeneous approaches. This thesis thus seeks to reflect a more integrated perspective. Focussing on professionals and their individual working tendencies, linguistic methods are used to analyse users’ needs and behavioural patterns on a micro-level.